docomo-marketing imode
TRANSCRIPT
Technology Marketing
D o C O M O
Henky W.
(M9721813)
Pratiwi W.
(M9821802)
Selenge E.
(M9821803)
Kartika A
(M9801811)
Suci S.
(M9808805)
Chloe
(M9621015)
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NTT Docomo
i-mode
Challenges
Future
1991 1999 2001
Japan's premier
provider of
leading-edge
mobile voice, data
and multimedia
services
the world's most
popular platform
for mobile Internet
services including
e-mail, browsing,
downloading and
more
the world's first 3G
commercial mobile
service based on
W-CDMA.”
Established
Description of the contentsWith more than 55 million customers in Japan, the
company is one of the world's largest mobile
communications operators
i-modeFOMA
Osaifu-Keitai™
a mobile wallet platform enabling
quick, contactless transactions for
cash, credit, ID, and more.
36 millions phone
DOCOMO is expanding its
global reach through offices
and subsidiaries in Asia,
Europe and North America
1 MatsunagaMarketing Expert
NatsunoInternet Expert
EnokiIndustrial
Expert
Title
Title
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i-mode websites are created with cHTML.
Conversion is fast and easy.
Packet-switched technology was specifically
designed to provide users with "always-on"
network access.
i-mode offers mobile voice and data service
in a single convenient package
Pursued a policy of open technology exchange
and joint large system tests at R&D center with
the world's leading research organizations.
Compatibility Efficiency VersatilityOpen
standard
Hardware
Technology
Standard
3rd Party Content
Target
Market
Selection
People that
want “always
on” internet
service
Social
Status
Descrip
tion
Always communicate,
in touch
Easily attracted by
new things
Before After
Business People
Middle Up Level
Income
Young people
around 20
Focus on developing
and purchasing their
own proprietary
content.
i-mode creates portal
which provide by third
party.
MTT
1 2 3 4
Portal
preloaded on i-mode
mobile phone via mini
browser
structure as
hierarchical menu
systemmenu serve as
starting point for
greater internet
access
Control the
Platform
3rd party
Control the
contentD
oCOM
O
Problem Solution
1
3
2Cost of
creating and
maintaining a
billing system
Difficult to
impose
small fee for
website
access.
People
hate being
billed for
tiny
amounts.
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3
2
billing
system that
could
handle tiny
transaction
User only
receive
single bill
win-win
solution
WAP
Tech
Need to produce 2
versions:
WML &HTML
1
Deter 3rd party
form offering
content
A lot of specifications
are not fully in place
2
3
HTML
use Compact
HTML (cHTML)
Optimizing existing webpage by
eliminating certain graphic,
table, & frame
Quicker download
Content
provider easy
to modify the
content
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2
3 4
MIDI
GIF
- Rely on central
server to collect
data, then user
could open anytime
and no limit.
- Send message directly
so user could read it
directly and they don’t
need to be retrieved from
server, but length only 250
characters with minimal
storage of old messages.
Speed is the most important
While sender still sending,
receiver already receive
Symbolic character available for
user to express their feeling,
emotion, or anything
1995 19961990
Unstandartized
HTML
HDML 1.0 HDML 3.0
HTML 2.0 HTML 3.0
1999 20001996
XML 1.0 XML 3.0
cHTML
Mobile profile
WML 1.0 WML 3.0
Appearance
- Sleeker
- 2 inch screens,
3.5 ounces
- 9,6 kbps
- single button
switch to i-mode
BatteryPrice
- Long
batteries life
time
- Under 100 gr
&100 cc
Cost $167-$250
Utility Whimsical
Partners Partners
financial
services, airlines,
hotels, retails,
news
.
make people fell
happy when using
i-mode.
offered horoscopes,
games, musical,
ringtones.
provide real
benefit to
subscribers,
industries
They offer more than 67 i-mode menu start from the
serious menu like banking services to playful menu like
ringtones
- Make technology behind the service as
invisible as possible.
- Ads will not mention words like internet,
web, HTML..Technology
i-mode
Logo
Marketing
- “i”-mode: information, interactivity,
independency.
- Use small “i” than capital “I”.
- Use cutting edge yellow design with
round anthropomorphic
-Logo was designed represent the symbol
of Japanese subways and airports
Use celebrity: Ryoko Hirosue
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4
-HTML-Ads
-Design
-i-mode
-celebrity
Comparable
with cost of
subscribing to
a PC based
internet
service
provider which
is about $17
Price
i-mode price
$2.50 a month
plus 0.3 yen
for every data
packet sent or
received
Charged of
how much
content they
transmitted
not how long
it took to
transmit it
No dial up
fee and it
would be
online
24/7
End 2001
First Launch
2 million users
Popularity
Aug 1999Feb 1999
30 millions userUsers are happy to use
“always’on”service many times
Use this services during niche
time.
Enjoy the ringtone, games, etc
that more personalize
Hello Kitty Cartoon Character
very popular
End 2001 company has more than 3000 i-mode menu
Partners were given a spot on i-mode hierarchical menu
which was very democratic. Sites were listed by popularity,
so the site with broad users were rewarded
Company will help partners in billing system
Chat room and
bulletin boards were
unacceptable
There were limits on how much
advertising space they could
sell on their sites..
Couldn’t offer links
to sites outside the
i-mode portal
Stagnant
growth in
2002
Competitors
(KDDI,
Jphone)
Gov.
pressure
Click to edit title style
US
More likely to
access the
internet via a PC
Europe
The operators
collected a per-
minute fee for
WAP serviceConsumer
behavior
issue
Periodically
company
introduce
new handset
models with
upgraded
capabilities.
First
company to
introduce a
series of
handsets,
Java enabled
handsets, 3G,
FOMA
Increase
transmission
speed from
9.6 to 28.8
kbps and
allow for
larger
downloads.
1introduction of
HSDPA
technology
offer data
speeds of
up to 7.2
Mbps
Launch on
October 2001
hugely popular
third-generation (3G)
mobile service
surpassed 50 million
subscribers, or 91% of
all DOCOMO
customers
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1.Utilize technology that understand
targeted market
2. Choose the right team member
(skill+character)
3. Be creative!
4.
What can be learn …
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